Callaway Golf Got Wrecked By YouTube Doofuses Because Everyone’s Out Of Ideas

Try this, maybe: Think of the internet as an ocean vast enough to contain a near-infinite constellation of distinct watery biomes, each populated by creatures that have evolved to suit the one in which they live—a bunch of weird creatures traveling in schools, chasing each other around, eating each other, and, in the most inhospitable depths, eating shit in the inky dark. Even to get your feet wet in this ocean is to know that it is bigger and colder than you could grasp. I don't know how to properly describe the uncanny feeling of becoming aware of how many online realities are unfolding, often in ways that draw big audiences and throw off real profits, in browser tabs I will never open, just as that hideous translucent deep-sea crapfish could not describe the experience of living in water. It would in some ways be a cruel thing to drag it up from the depths to show it a bunch of cavorting dolphins, but mostly it would be pointless. It would be too bright for it to see anything at all. This is how I feel when confronted with the story of Good Good, which started as a golf YouTube channel and swiftly grew into a sprawling brand that sponsored PGA Tour players and a PGA event; they partnered with the brand Callaway Golf and raised $45 million from a group including the Manning brothers' Omaha Productions. This company was growing fast and lucratively, in a number of different directions, in a part of the ocean that I do not visit or really even know how to look at. Golfweek described the company's vision as "blending creator-driven entertainment, professional-caliber competition, and fan engagement into a format designed for golf's next generation of consumers." This is legible enough, but also there's a lot going on in that sentence, little pockets of vibe and affinity that are related enough to exist within the same space, but otherwise not notably in conversation. A lot of companies and a lot of YouTube are also like this. The events that have led to the unraveling of Good Good over the past few weeks, by contrast, are easy enough to understand. As part of their partnership with Callaway, Good Good made a strange, bad ad that begins with Good Good creator and co-founder Garrett Clark violently pushing a woman, golfer and fellow Good Good creator Alexis Miestowski, to the ground when she tries to touch his Callaway driver. Clark then stands over her and says in a menacing tone, "Do not touch my new driver."

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